Job Description:

Firstcry.com | Pune

Role Overview

Firstcry is looking for a Design Manager to lead the non-apparel design across Toys, School Supplies, Feeding, Nursing, Baby Gear and Consumables. This role includes design and CMF across a multi-brand portfolio, managing a team of designers, and working cross-functionally with product management, sourcing, and licensing partners, including Firstcry's Disney-licensed product line.

This is a hands-on leadership role suited to someone who can balance high-volume SKU development with strategic CMF direction, team management, and stakeholder communication.

Key Responsibilities

- Lead design, CMF, and development of SKUs from brief to prototype across six categories: Toys, Baby Gear, School Supplies, Feeding, Nursing, and Consumables.
- Manage and mentor a team of designers, distributing workload across categories while maintaining design quality and consistency.
- Own the Disney licensed product collaboration, managing IP compliance, CMF adaptation, and design sign-off directly with Disney's brand team, while maintaining Firstcry's internal commercial and quality standards.
- Drive continuous improvement in design infrastructure, iteration cycles, brief-to-prototype timelines, and prototyping pipeline efficiency.
- Assist in power content frameworks and product visual guidelines for use across the non-apparel portfolio.




- Integrate AI-assisted tools into the ideation pipeline to accelerate concept visualisation and stakeholder sign-off.
- Collaborate cross-functionally with product management, sourcing, and graphic design teams to ensure design output aligns with commercial and brand goals.

Required Skills & Experience

- 4–6 years of experience in kids' product design, with at least 1–2 years in a design lead or team management capacity.
- Strong portfolio demonstrating end-to-end NPD experience - from concept through DFM to production-ready files.
- Proficiency in 3D modelling/surfacing tools, Rendering, and Adobe Creative Suite (Illustrator, Photoshop).
- Knowledge of CNC, 3D printing, and laser cutting processes, with hands-on prototyping experience.
- Experience managing licensed IP collaborations is a solid plus.
- Familiarity with AI-assisted design tools for ideation and visualisation is a plus.
- Strong communication skills - comfortable presenting design rationale to senior stakeholders and external brand partners.

Preferred Qualifications

- Bachelor's or Master's degree in Industrial Design, Product Design, Toy Design or a related field.
- Prior experience in kids' products, toys, or baby gear categories is a must, given the nature of the portfolio.
- Experience working within fast-paced, high-SKU-volume retail or e-commerce environments.

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